Detalhes bibliográficos
| Ano de defesa: |
2008 |
| Autor(a) principal: |
Santos, Leon Rosa da Silva
 |
| Orientador(a): |
Motta, Leda Tenorio da |
| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
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| Programa de Pós-Graduação: |
Programa de Estudos Pós-Graduados em Comunicação e Semiótica
|
| Departamento: |
Comunicação
|
| País: |
BR
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
https://tede2.pucsp.br/handle/handle/5141
|
Resumo: |
This work has as objective to analyze the possible similarity between speeches of the candidates to the Presidency of the Republic, Luiz Inácio Lula da Silva (PT) and Geraldo Alckmin (PSDB) in the 2006 elections. It mentions to the presence of `myths' verified in the government programs, under the optics of Roland Barthes concepts. In parallel, it will treat to locate diversities in this standardization and to understand the reason of the differences. The specific corpus of the research is constituted by the texts of the government projects, presented in the websites of political factions of the candidates. The work raises the hypothesis of that the related speeches are resembled for the superficiality. In a country that has a lot of problems, as Brazil, it becomes easy to mount a program that brings the solutions for the yearnings of the population, that they are notified daily in the media. The work will also question the myth and simulacrum concepts, according to Roland Barthes and Jean Baudrillard, respectively; with the objective to show that the superficiality in the programs is intentional and intending to deceive the electors. Moreover, the definitions of Ideology and Politic Marketing will be studied, claiming to understand what these two terms treat in the current context of the Brazilian politics. About Ideology , It will be used the critiques of authors as Slavoj Zizek and Terry Eagleton, that possess a crossing with the Myth concept, considered by Barthes. The focus of this work is, therefore, the identification of the mythical elements that had occurred in the 2006 election, as well observing how the marketing politician intervenes with the ideological process. Through studies on this theme it is possible to identify, how the marketing became the main tool in the elective process, when it unites itself with the advertising, as producing of myths. Together, they construct realities that start to exist from the moment, where a speech of maintenance of the status quo becomes predominant, in relation other contrary voices of its institution |
